Episode 32 - Real-life SEO and SEO Keywords Tools

Where queries are weird, advice is controversial, and everything depends.

iPullRank joins 30+ other agencies supporting the reproductive rights of women. How can ads and sponsorships in public places impact SEO? Google’s testing out a range of different SERP features. See how a winner takes all approach to SEO doesn’t make sense anymore.

In this week’s episode, we also cover a few cool keyword research tools, Wikipedia’s new enterprise program to facilitate payment for content from Google, and the crib notes to the quality rater guidelines for E-A-T.


Host: Garrett Sussman | Demand Generation Manager 

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Show notes / References:

Marketers Calling Attention to Bulls#%t, As Usual

Agencies for Reproductive Rights: Website

With the Supreme Court overturning Roe v. Wade, iPullRank feels strongly about supporting reproductive rights for women. While on vacation, our founder, Michael King, popped onto Twitter and immediately shared our Agency’s intention to support anyone with travel assistance if they live in a state that has moved to no longer offer reproductive healthcare services to women.

 (It’s a messed up situation considering no woman should have to inform their employer of that need in the first place.)

Inspired by the tweet, Andrew Shotland, founder of the digital marketing agency Local SEO Guide, launched a full-blown coalition of 30+ agencies that support a woman’s right to choose. Each agency has committed to covering out-of-state employee expenses. The website also provides a list of resources for people to donate to pro-choice-related organizations and to make a difference.

Google/SERP Updates:

Google To Pay Wikipedia For Content In Knowledge Panel & Search – Emma Roth

Google has been under fire for scraping content from other sites for featured snippets and knowledge panels without financial compensation. Wikipedia, which is heavily featured in knowledge panels, will now get paid by Google for its content. 

One thing to keep an eye out for is whether Google will start generating its own content in the KP like this example that Cindy Krum discovered for the search term ‘London’.

Amazing Search Experiments and New SERP Features In Google Land (2022 Edition) – Glenn Gabe

Google Frequently tests different layouts, features, and query refinement menus. Glenn Gabe always pays attention to these experiments and shares them on his Twitter account. He recently summarized his find from 2022 in a comprehensive blog post. Some of the experiments he’s documented include:

Google rich results guidelines now prohibit weapons, recreational drugs, tobacco & vaping products, and gambling-related products

Google will no longer allow you to markup products that are regulated for the purpose of rich results like star ratings and product availability.

The new guidelines tell users:

“Don’t mark up content that promotes widely prohibited or regulated goods, services, or information that may facilitate serious and/or immediate or long-term harm to self or others. This includes content related to firearms & weapons, recreational drugs, tobacco & vaping products and gambling-related products.”

A Look at Google Local Results without ‘Self-Preferencing’ – Near Media – Mike Blumenthal

Recently, Google has earned deserved criticism for promoting its own services, like YouTube, Google Maps, and Flights. The Godfather of Local SEO, Mike Blumenthal has seen experiments where Google provided little cards to direct searchers to a local business in lieu of a much larger local pack that uses Google Maps.

Google Testing ‘Find places through Reviews’ – Celeste Gonzalez

Celeste Gonzalez discovered this test for a little carousel of Google Reviews that will point searchers to the Google Business Profile. The carousel seems to surface reviews using keywords relevant to the query in the review text.

How can you block content from Google Search? – Google Search off the Record Podcast

Lizzi Sassman, Gary Illyes, and John Mueller discuss whether there’s a failsafe solution for blocking Google from indexing? 

Gary points out that with Robot.txt you’re limiting crawling, not necessarily indexing. But if many people link to your content, it could get indexed.

General SEO:

The Winner Doesn’t Take It All: ‘Information Gain’ and the New Future of SEO – Ryan Law

Ryan Law discusses how many brands had a winner take all mentality for SERPs and would create comprehensive content that aggregates all information into one article to rank high and generate zero-sum traffic. 

He investigates Bill Slawski’s covers of a Google patent around the idea of ‘Information Gain.’ Ryan hypothesizes that in the near future, as Google tries to personalize your SERPs and refine your queries, new and different content for the same searches will be more effectively surfaced and give smaller brands the opportunity to earn a series of small wins across their targeted topics.

Lean Thinking in SEO – Adam Gent

Adam Gent wrote a great newsletter marrying the Lean Thinking framework with SEO management. Lean Thinking aims to reduce waste and drive continuous learning/improvement. Adam explains how uncertainty in SEO can delay and derail many projects. He shares how you can apply Eric Ries’ Lean Startup Methodology to SEO by slicing up projects into smaller sprints via a build, measure, and learn cycle to prove value and instill confidence in the project. 

SEO in Real Life: Harnessing Visual Search for Optimization Opportunities – Moz – Crystal Carter

Crystal Carter provides a fascinating look into how branding in real-life situations can now more effectively be surfaced in search via Google Lens. Since Google can identify text, logos, and branding in photos, it would make sense that guerilla marketing or advertising can actually show up more frequently in image-related search results. Ultimately, your in-person sponsorships now can generate even more value for your organic growth. Google luck figuring out to measure it! (Maybe it’s a brand query uptick?)

Quality Rater Guideline: Crib Notes to E-A-T – Andrew McDermott

Andrew McDermott distilled the 172-page Google Rater Guidelines into an easy-to-understand analysis of how SEOs and marketers can improve their content with the E-A-T signals that Google looks for when evaluating websites. He specifically taps into reputation and the content for specific pages on your site including the home page and contact pages. 

How to SEO optimize your eCommerce website (8 Tips) – Alan Kent

Alan Kent provided his 8 tips for businesses to optimize their eCommerce website via his YouTube video series for the Google Search team.

  • Get the technical basics right
  • Check your breadth of content
  • Ensure you markup product variants correctly
  • Preserve Deal URLs
  • Performance matters
  • Be Patient
  • Consider Expert Help
  • It’s all about users

The Last Da Vinci – Manufacturing Serendipity Newsletter – Hannah Smith

While not strictly SEO, Hannah shares a thought experiment around the difference between being strategic and tactical. She admits that it’s difficult to explain how they’re different, and yet many businesses are looking for strategic thinking in solving problems. 

She goes on to highlight 4 fascinating examples of novel solutions for bing problems and suggests that innovation is what people mean by strategic thinking. 

Ultimately, she needles the task of being strategic down to specificity, positioning, and the need for a novel solution. That’s a great way to think about SEO.


Term Suggest – Joe Hall

Free tool website:

Joe Hall released a new free tool that pings the Google Query API and provides keyword suggestions that are related to the original term. It’s an incredibly useful, simple tool that spits out a-z variations, questions related, versions with prepositions, and those without modifiers. While there isn’t any search volume data, the list of keywords can point you in the direction that Google understands these keywords. 

SEO Data Viz – Visual Graph Update – Ryan Jones

Ryan Jones added a new visualization of search term suggestions for his free SEO Data Visualization tool. You can now see a pretty 2-level, pie chart that included a variety of keywords tied to ‘related questions.’


Rankable – Ep. 72 Earn Brand Authority with Topic Clusters Featuring Chima Mmeje of Zenith Copy

Rankable is back with a brand new season of entertaining and educational conversation around a variety of great SEO topics. Starting tomorrow, in the first new episode published we will be joined by topic cluster expert Chima Mmeje.

Get a sneak peek of the episode one day early.

Join Garrett Sussman each week as he pulls out all of the biggest and smallest stories from the past week that touch the world of SEO.

Get the scoop on what’s happening to Google, game-changing strategies for SEOs, and the people that you should have on your SEO radar.

Garrett Sussman

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